Marketing Communications

Clients make a difference.

Clients provide technical and subject-matter expertise; therefore, client feedback is critical to ensure that objectives are met in a timely, high-quality, and brand-appropriate manner. Our marketing specialists work with clients to identify the project's objective, develop an agreeable scope of work and production schedule, and solicit relevant feedback.

Marketing industry best practices for providing meaningful feedback

  • Stakeholder approval. New content and feedback should be reviewed and approved by all stakeholders before submitting them to Marketing Communications. Feedback should be consolidated and provided in a single document.
  • Be specific. Feedback should be factual and specific. Ideally, clients should not rewrite the copy, but should provide specific, factual changes for the copywriter to incorporate.
  • Remove emotion. Love it or hate it? When providing feedback, it is more effective to understand a client's rationale if feedback is objective.
  • Review copy as a customer. If you review with pen in hand, you are probably reviewing as an editor. Instead, review from the customer's point of view.
  • Check the facts. Be sure factual data such as names, titles, academic degrees, phone numbers, email addresses, URLs, dates, etc., are correct. Turnaround time would significantly increase if the copywriting staff fact-checked all data.
  • When in doubt, call. Even with the clearest direction there may be times when clients have questions about edited copy or new contact. Open dialogue is always best.
  • Fewer levels of approval are better. Trying to please a committee can result in content that is watered-down and lacks a strong message. Four reviewers or less is ideal.
  • Consider letting copywriters rewrite. Changes can be conveyed to the marketing specialist so that revisions can be made. The copywriter understands how to use language as a marketing tool and will also utilize IPFW editorial standards.

Portions excerpted from "How to Review and Approve Copy," Copywriter's Handbook, by Robert W. Bly